Retail increased at a moderate growth in 2013 despite the economic slowdown, which began two years previously as a result of a decrease in activity in Europe, which is the country's chief economic par...

Sales of hot drinks increased in 2013. Sales of tea developed due to strong traditions, consumer loyalty and the stability of consumption habits. Moreover, consumers have more money and often choose t...

Soft drinks in Morocco witnessed an upwards trend in 2013 in terms of both off-trade volume and current value sales with volume growth rates in line with those seen in 2012. New product developments i...

Alcoholic drinks experienced once more a negative year in 2013, although the decline was the lowest experienced in the country over the review period. The economic scenario is not very positive and co...

The health and wellness trend continues to develop in Morocco. Moroccan consumers have shown more interest in wellness variants of packaged food and beverages in recent years and are taking better car...

Other dairy is expected to increase in current value by 3% in 2014, a rate of growth which is set to be in line with the 3% current value growth recorded in the category during 2013. Growth within eac...

Sales of RTDs/high-strength premixes declined again in 2013. Consumers are not historically very keen to consume those products. Companies did not invest much in advertising, introducing new products ...

The category overall witnessed slower growth in 2013 compared to 2012. Though there were many subcategories performing better than expectation and delivered the same or higher volume than the previous...

Moroccan wine is very known domestically and internationally and it has a strong reputation among consumers which really made it resist negative fallout from the taxation increase recorded during thes...

2013 is a challenging year for most industries and alcoholic drinks also recorded a negative performance especially the highest demanded category, beer, due to the economic crisis. The Islamic governm...

With growing consumer concern regarding health and nutrition, functionality continued to drive volume sales of sports and energy drinks in 2013. Moroccans’ lifestyles continued to change even more rap...

Coffee continued to achieve healthy growth in value terms in 2013, benefitting from the success of individually packaged products, and mainly in fresh ground coffee pods and instant coffee. Single-ser...

RTD tea witnessed a positive performance in Morocco over the review period; however, demand for these products is still emerging, and they are limited to being sold in hypermarkets in some cities. Man...

Direct selling is a very popular selling method in Morocco, particularly among women. Value sales grew by 12% in current terms in 2013 to reach Dh1.3 billion. Direct selling has expanded in rural area...

Vending is still a relatively-untapped category that offers strong opportunity development. The category witnessed moderate current value growth of 4% in current terms in 2013 to reach Dh158 million....

2012 represented a new era for Bottled water in Morocco, as leading players adjusted their strategies and geared up their marketing and communication activities to emphasise not only the health and na...

The economic recession in European countries has negatively affected Moroccan export of oranges. This later shifted towards local markets where consumers benefited from lower prices of the raw oranges...

Other hot drinks are typically consumed during breakfast in Morocco. As a result, this category is already fairly mature and consequently offers little significant potential for growth. In addition, i...

In 2013, manufacturers continued to invest in innovation to stimulate sales. They extended their product ranges with new flavours, such as saffron, jasmine and thyme that were mainly found in other te...

In 2013 carbonates continued to be negatively affected in terms of volume growth by the developing health and wellness trend in Morocco, with some consumers starting to shift from cola carbonates to p...